CHICAGO, Oct. 24, 2013 /PRNewswire/ -- Smith Brothers Co., one of the most trusted names in the cough and cold category since 1847, has issued a challenge to the city of Boston, renaming itself "Beardston" for the duration of the 2013 World Series.

In making the announcement, Smith Brothers CEO Steve Silk wants to pay homage to the Boston Red Sox players whose beards have become a national phenomenon.

"We hope Mayor Thomas Menino and the Boston City Council don't object to our cough drop-in-cheek request," said Silk. "Mike Napoli, Jonny Gomes and the rest of the Boston Red Sox have shown the nation the sheer power of their beards. They speak to the team's personality and offer a collective rallying cry about the Boston Red Sox brand—exactly how Smith Brothers thinks of itself."

As a special honor to Boston's shaveless "Sultans of Swat," SmithBrothersCoughDrops will donate a percentage of all of product sales made during the 2013 World Series to the Jimmy Fund benefitting Boston's world-renowned Dana-Farber Cancer Institute. The Jimmy Fund solely supports Boston's Dana-Farber Cancer Institute, raising funds for adult and pediatric cancer care and research to improve the chances of survival for cancer patients around the world. This year celebrates the 60th anniversary of the Jimmy Fund and Boston Red Sox relationship, and represents one of the most remarkable partnerships between a team and a charity in the history of professional sports.

According to Mark McCumby, Smith Brothers' Senior Vice President, Sales and Brand Development, "the decision to support this cause was a natural. The Jimmy Fund is an extraordinary organization. Mike Napoli and Jonny Gomes look just like the Smith Brothers. Just like the Red Sox, our products have been attacking green monsters in one form or another for decades."

Adding Flavor to the Drop CategorySmith Brothers Cough Drops is bringing innovation to a category that has long been missing it:

Smith Brothers also manufactures the only drops in the cough/cold section specifically formulated for time-of-day use. Wild Cherry Daytime Drops contain caffeine for a little added energy when a user feels run down during a cold; Honey Lemon Nighttime Drops have melatonin and chamomile to help a user relax before bedtime.

"Smith Brothers Cough Drops is more than the cough drop that your parents used to use," said Silk. "We are committed to delivering superior relief through innovation for cough, colds, flu, allergies and so much more."

Each chewable Smith Brothers Daily C tablet delivers as much Vitamin C as four oranges (500 mg.) and Smith Brothers Mouthwater Lemon/Lime Tablets have a unique formula that stimulates saliva glands and moistens the mouth.

"Ultimately," Silk concluded, "we wish both the Boston Red Sox and St. Louis Cardinals the best of luck during the World Series, but we cannot help but root for our bearded Boston brethren."

About Smith Brothers Co.Smith Brothers Co. manufactures and markets some of the most iconic brands of great tasting cough & cold remedies and wellness products in the world. The 'first' cough drop was created in 1847 by James Smith of Poughkeepsie, NY whose two sons, William and Andrew, inherited the growing business in 1866 when it officially became known as Smith Brothers. Today, it is setting the standard in the cough, cold and flu category for innovation and quality delivering superior relief to consumers. Additional information can be found at www.thesmithbrothers.com.